More than 5 billion Accelerated Mobile Pages (AMP) have been created since they were launched in 2015. So what are they? AMP is designed to provide mobile users with web pages that load instantly by simplifying the HTML, JavaScript, and Content Delivery Network (CDN).

Now Google has launched the latest chapter of AMP: AMP Stories.

AMP Stories are designed to be immersive, tappable, full-screen content; like you see on Snapchat and Instagram stories. Until now, AMP has only been suitable for mobile, but Google has rolled out desktop support which will allow these stories to be supported by any kind of device.

Traditional AMP relies on text-driven content but stories are designed to be “visually rich”, relying heavily on images, videos, and animation to tell the story. This means instead of reading a news article, for example, users can opt to tap through the visual AMP story and absorb the main points in a more dynamic way and in a much shorter timeframe.

What does that mean for your webpage?

Like traditional AMP, stories have the potential to positively affect your SEO. Google has long adopted a mobile-first initiative. In addition to that, Google announced that from July 2018, loading speed of mobile websites will be a ranking factor in mobile searches.

Are these stories worth looking into? Definitely. Any business with a content strategy should be able to incorporate the stories into their existing plans – think tutorials, product reviews, lists etc. AMP stories have the potential to improve user experience and help brands deliver content in a captivating way.

The key elements to a successful SEO framework for editorial content

Developing the right content strategy paves the way for SEO activity to deliver maximum impact. The chart below summarises our content strategy approach:

SEO strategy development largely falls into step three of the process – Right promotion – but it needs to be considered throughout as well.

Assuming the master SEO strategy has been completed (featuring keywords and guidelines for use), the next step involves activating a framework for on page optimisation.

For brands hoping to progress from active to the maturing phase of the content marketing lifecycle, a content marketing strategy must include and be integrated with an SEO keyword strategy.

Editorial guidance for on page optimisation informs best practise and ensures that content has the best chance of being discovered in search engines and therefore driving organic traffic to your website.

Best practises before writing your content

You should look to ask yourself the following questions before writing your content:

Page goalWhat is the goal of this page – what are you ultimately trying to get your audience to do?

Page audienceWhich audience segment is this page targeting?

Key messagesWhat are the primary key messages that you want to communicate? Consider keeping this to just three.

Key phrasesWhat are the keywords and phrases that you need to include for SEO (as outlined within your SEO strategy)?

Best practises during writing the content (on page optimisation)

Page Headline / Title. This is your <h1>.
Is it clear and catchy, include primary keyword/phrase at the start, if possible. Between 40-70 characters is optimum)?

First paragraphWhat is the one key thing you want your reader to understand once they have read the first paragraph? This should be captured in the first couple of sentences followed by a summary of supporting points throughout the remainder of the page.

Bolded Sub-Headline. This is your <h2>.
Can I summarise the first main point discussed in the following paragraph, and included keyword/phrase if possible? Then look to back up your main message with a supporting point. You may wish to use bullet points to focus on special features or list further considerations.

Bolded Sub-Headline. Use another <h2>.
How do I outline the second key point/message in the paragraph below? This should include a keyword where possible. As before, back up your second key point with bullets, a list or maybe even steps to be taken to action this point.

Bolded Sub-Headline. The third and final time you’ll use a <h2>.
How do I outline the third main point discussed in the next paragraph? Of course include a keyword. Back this up with a supporting point.

Bolded, Linked Call-to-Action LineHave I provoked the reader with clear direction on what you want them to do next? Is it to download something from your page, click through to e-commerce, or visit a partner website?

Best practises for SEO and images

Images must add visual context to the copy you’ve written. It’s best to select these after you’ve written your copy.

Alt tagsHave I used an appropriate and descriptive Alt tag? Alt tags should be used (for those visually impaired) and include agreed SEO keywords e.g. “steak recipe image for mushroom sauce recipe page”. Explain what the image is for and what page it’s on.

Image sizeIs the image the right size? Image can heavily impact site loading times. The faster the site, the easier it is for someone to visit and of course for Google to index. If you have a large image but you’re only displaying it at 200 x 100 pixels, you should consider reducing the resolution. ImageOptim is a great source for this.

Ask yourself the following when reviewing your completed content:

Is the page content 300 to 500 words?

Is the headline clear, punchy and catchy?

Does the keyword appear in the first paragraph of the copy?

Does the post include any outbound links?

Have you used short sentences and paragraphs and broken up paragraphs with sub headlines?

Is this piece of content relevant to your target audience/segment? Does it address at least one of their problems and inspire them to take acrion?

Have you stated your main point in the first couple sentences – this helps you set the tone throughout?

Is your content low on industry jargon and easy to read?

Is there a clear call to action?

Final keyword check:
-Is there an article heading?
-Is there a page title?

Does the URL include page keyword and URL isn’t too long and free of underscores?

Meta descriptions present?

Does the page include relevant tags?

Ultimately, does the content pass the ‘so what’ test? Does it provide value to the reader? If not, you should consider revisiting.

Remember, Google rewards websites for treating people as humans rather than cramming the pages with relevant keywords, so endeavour to get the balance right.